Foreword -- Preface -- Why is value creation important for ceos? -- 2. ce's as value creators for business/customers -- How ce's can use value creation for customers -- Ce's can see how their values (and their company's values) creates customer value -- Business transformation ideas for ce's to create value -- How ce's can and why they should create value for employees? -- How and why cx's like cfo/marketing/ hr create value -- Value creation and customer service/loyalty tips for ce's -- How ce's can use value creation to enhance pricing -- Ce's learn from value creation and education -- Conclusion: how ce's drive their companies to become leaders through value creation and -- Increase profits through customer value -- Appendix i: articles i like -- Appendix ii: short guide to customer value creation definitions from the book -- Index.